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LIFE SCIENCES

A Text Book On Marketing Of Horticultural Crops

300

by Dr. V. Ponnuswami

ISBN Number : 978 - 1-73035 - 359 - 8


Authors Details

Author Name Image About Author
Dr. V. Ponnuswami
Dr. V. Ponnuswami is presently working as an Emeritus Scientist in the Scheme on Moringa in ICAR funded scheme at the Department of Vegetable Crops, Horticultural College and Research Institute, Tamil Nadu Agricultural University. Coimbatore. Now he is also serving as Adjunct Professor in Horticulture at Sabour Agricultural University, Bihar, consultant at GOI, National Horticulture Board (NHB), Gurgaon and Advisor on Palmyrah to the Govt. of Bihar. After persuing M.Sc (Agri.) in Horticulture in the field study of Breeding of Vegetable Crops, in 1978, he was awarded Ph.D (Horticulture) in 1991 and PDF (Visiting Scientist) from AVRDC (TAIWAN) in 1994-1995. He was handled 21 schemes as Principal Investigator with the budget of Rs. 448.94 lakhs funded by various government, private and foreign agencies. Acted as backbone and catalyst for releasing more than 21 varieties and numerous horticultural techniques for welfare of the farming community. He is the Dean, Horticultural College and Research Institute, Tamil Nadu Agricultural University, Periyakulam since July 2009. He started his career as Assistant Professor in Tamil Nadu Agricultural University in January, 1979 and became Associate Professor in October, 1986 and Professor in September, 1992. He has published 49 books, 38 book chapters, 123 research papers (15 International foreign journals, 15 India journals of international status, 93 national journals), 9 review articles, 16 lead papers, 11 proceedings in seminars and conferences, 12 abstracts in international seminars and symposium and 68 abstracts in various national seminars and symposium. Published 17 research papers in newsletters, 19 booklets, 151 popular articles, 10 manuals and 6 reports. He is the editor of two seminar proceedings and delivered 23 radio talks. Guided (13) M.Sc. (Hort.) and (11) Ph.D (Hort.) students and presently guiding five Ph.D. (Hort.) and two M.Sc. (Hort.) students. Received Dr. G.S. Venkata Ram Memorial Award for the best research and oral paper presented at PLACROSYM XIV held at Hyderabad during December 2000. Recipient of foreign Examiner Medal, Dr. K.G. Shanmugavelu Medal, Dr. S. Muthuswami Medal, Golden Jubilee Symposium of Horticulture award from IIHR, Bangalore for Best Ph.D research, Junior and Senior ICAR fellowship. He received TNAU Scientist Award (2010 & 2011) for research contribution by obtaining externally funded schemes. Recently he received Rastriya Gaurav Award, Bharat Jyoti Award and Best citizen of India from India International Friendship Society, New Delhi for his contribution to Horticultural Science. He also received MASU award (2012) for best book technical bulletin in Tamil.
Dr. V. Kavitha
Dr. V.Kavitha is currently doing Post Doctoral Fellowship funded by University Grant Commission, under Dr. S. Radhakrishnan Post Doctoral Fellowship for social studies, in Department of Agricultural Economics, Tamil Nadu Agricultural University, Coimbatore. She has completed her graduation in horticulture and post graduation and Ph.D in Agricultural Economics at TNAU. Her area of research is on natural resource economics. She has authored 12 national and international articles and five popular articles. She has been awarded with TNAU Research Assistant fellowship during her Ph.D programme. She has more than five years of experience in various schemes of Indian Council of Agricultural Research and State government of Tamil Nadu as senior Research Fellow and Research Associate.
Dr. E. Alli Rani
Dr. E. Alli Rani is working as a Research Associate in the Department of Vegetable Crops, Horticultural College and Research Institute, Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu. She has done Ph.D. in Vegetable Science in the same University during 2015 and M.Sc. in Vegetable Science from the Department of Horticulture, Agricultural College & Research Institute, Madurai, Tamil Nadu during 2007. She has cleared National Eligibility Test (NET) conducted by ICAR-ASRB. She has published 7 research articles, 5 book chapters, 8 national and 2 international abstracts and 9 popular articles. She has got Best Poster Presentation Award in the Scientific Tamil Conference during 2013 held at Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu She has also received the Young Scientist Award from Genesis Urban and Rural Development Society held during 2016 at Warangal, Telangana. Recently she has got the Best Women Researcher Award in Horticulture Science in India in the PEARL Foundation Educational Excellence awards to Higher Education in India held during 2016 at Madurai, Tamil Nadu. She has got Best Doctoral Thesis Award for outstanding contribution in the field of vegetable science in the ECOASPECT- 2016 during 2016 at Hyderabad, Telangana.

Book Description

Horticulture assumes a greater importance in India, since it becomes a life line of large population by providing employment. The sector also contributes to Indian economy by way of earning Rupees 14.36 lakhs as foreign exchange during 2013-14. Besides it accounts for 29.5 percentage share in total value of output of agricultural crops. For disposal of any produce, proper marketing is essential. Poor linkages in marketing channel and poor marketing infrastructure results in fluctuating as well as very high market prices. Because of perishable nature, seasonality and bulkiness, marketing is very complex in horticultural crops. Although lot of literature is available on agricultural marketing in India, only very few have concentrated on horticultural sector in great detail. Considering the importance of horticultural marketing, this book has been brought up exclusively for major horticultural crops in India. It has focused on scope and importance of horticultural marketing, methodology for estimation of area, production and productivity of horticultural crops, trends in horticultural marketing, markets and marketing channels for major horticultural crops, institutions involved in promotion of horticultural marketing in India, market intelligence for horticultural crops, export and import procedures in India, grading of horticultural crops, challenges and constraints in marketing of horticultural crops and case studies on horticultural marketing in India. We hope this book will immensely benefit students and those who want to pursue business in horticulture sector.


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